September 27, 2023


Elegant Food

US advertising and marketing push for lamb

2 min read

Hybu Cig Cymru – Meat Promotion Wales (HCC), the Welsh Authorities and the entire PGI Welsh Lamb provide chain are set to work collectively to launch a serious drive to faucet into the American export market.

Restrictions on the import of UK lamb into the USA had been lastly lifted final 12 months, and Welsh processors have been acquiring the required inspections and certification to be able to start exporting.

The preliminary promotional programme will kick off with attendance on the ‘summit’ of the American meat trade – the Annual Meat Convention (AMC) – held this 12 months in Dallas, Texas on Sixth-Eighth March, at which conferences are deliberate with importers and distributors.

Welsh Lamb will characteristic in a commerce present to be held alongside the AMC occasion, and HCC and processor representatives can even use the chance to go to main US retailers to additional analysis the potential market.

A brand new web site will likely be launched to offer potential prospects all the knowledge they want on the best way to supply Welsh Lamb, and its key model values of high quality, traceability and  environmental sustainability.

Laura Pickup, HCC’s head of Strategic Advertising, will likely be a part of the delegation on the AMC in Texas. She stated: “I’m wanting ahead very a lot to being on the high annual occasion of the American meat sector, alongside our main processing firms from Wales. We’re thrilled to have this chance to fulfill importers, retailers and foodservice distributors.

“Our earlier market analysis has proven that the US market may very well be a multi-million pound alternative for Welsh farmers and the broader crimson meat trade. Our work in Canada previously has additionally helped us to develop hyperlinks with importers and to construct consciousness of the Welsh Lamb model within the North American market.

“We’re subsequently decided to place collectively a daring programme of promotion – each creating the important thing contacts, and launching an internet info useful resource.”

HCC’s promotional push within the US market has obtained monetary help from the Welsh Authorities. 

Minister for Rural Affairs Lesley Griffiths stated: “It’s nice to see this exercise happening in the USA. There are thrilling alternatives for Welsh Lamb within the US market, following the lifting of restrictions, which is sweet information for our farmers and producers. I’m happy the Welsh Authorities is supporting this exercise and I want the occasion each success.”

Earlier / Subsequent posts…

Welsh crimson meat exports hit £250m

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